Glossary Bottom of Funnel (BOFU)
What Is Bottom of Funnel (BOFU)?
Bottom of Funnel, or BOFU, is the final stage of the buyers journey where potential customers are ready to make a purchasing decision. The goal here is to provide compelling reasons and evidence to encourage conversion. BOFU content is tailored to prospects who have shown interest in your product or service and are evaluating their options.
Read more about the other stages of the buyers journey:
Examples of BOFU Strategies
- Free Trials or Demos: Allowing leads to experience the product firsthand before committing.
- Customer Testimonials: Social proof that demonstrates positive customer experiences.
- Special Offers or Discounts: Incentives that encourage leads to complete their purchase.
Key Points about BOFU
- BOFU content is highly targeted, aimed at pushing leads toward conversion.
- Focuses on demonstrating value, credibility, and urgency.
- Often includes product comparisons, detailed product info, and persuasive CTAs.
BOFU Best Practices
- Highlight Unique Value: Emphasize what sets your product or service apart.
- Leverage Social Proof: Use testimonials, reviews, and case studies for credibility.
- Use Strong CTAs: Clear calls-to-action that drive leads to take the final step.
Considerations
- Tailor messaging to address any last-minute concerns or objections.
- Track conversion metrics like click-through rates, trial sign-ups, and purchases.
- Balance discounts with the value proposition to avoid devaluing your product.
Native Advertising Institute
